Aesthetic Advertising: How to Use VIDEO to Become THE Authority

AI:

Hi Guys, and welcome back to the Med Spa Growth & Profitability Podcast. I am with Ian. I knew I wanted him to be on the show. Ian and I met about a year ago in a mastermind. I loved what he was doing with aesthetic advertising and video.

I knew that my audience needed to hear how to use video to up their aesthetic advertising game!

So let me ask you…

Do you want to be the authority to your patients? Do you want to be remembered to stand out and to be the only choice, your stories, specifically videos of your stories are the best way.

Ian Garlic has helped medical providers to stand out and become the experts using video storytelling for over 10 years.

So welcome Ian!

IG:

Thanks for having me April, I’m excited to be here. Excited to talk to you.

AI:

Me Too. Me Too. So I got to witness aesthetic advertising and video firsthand the work that you do. You actually were creating some aesthetic advertising and video at an event that we were at. And really you had a very unique perspective on how you did it.

You know, I participated in a lot of video testimonials before, usually it’s just someone saying, hey, what did you think about this event? So we’re going to get into exactly what you do very shortly.

But first, can you tell us a little bit about why you think video is so important, especially for med spas?

IG:

Aesthetic advertising and video for services in general, but especially for medical services. Video allows you someone to meet you ahead of tim.

First of all, you know, for someone to take and spend that kinda money, trust you with their money, but their looks, their health and their well being. There’s a big trust barrier and you’re going to say you have all this experience. Using video allows people to see you! Especially, the name of our company is “Authentic Web” because if you do it authentically, they get to know you ahead of time.

Now that’s the natural thing. You know, the stories. People remember the story, but I think video,

Most importantly, when someone sees you, they can read whether they like you or not, right? And the more they see you in your aesthetic advertising, the more they know, like, and trust you.
There’s, some science behind it too.

There’s a thing called the mere exposure effect.

IG:

We know with celebrities that when we see videos, see people over and over again, when you think there are friends, there’s science behind the fact that you can’t resist that.

It’s not like it’s, pure science that someone’s gotta like you.

I get that all the time from our clients that people walk in. They feel like they know me already. So that allows you to spend less time selling.  It also makes you more of an authority. 
Using video also allows you to address their biggest questions. Questions, especially they didn’t know that they had. I think that’s super important.

There’s always these questions that people are never going to ask you, that’s a great way to bring it up. Video is the absolute best way to do it!

Not only from a conversion standpoint… I will try not to get too technical here..

I’m also from the fact that now with facebook, with Linkedin, with twitter (yes, it’s even though people are still using twitter), and youtube  (2nd most used search engine) that it’s the best to use with video because if can cut down your ad costs, you get better reach.

They’re all preferring video!

I don’t see, the only reason not to do video is that you don’t know what to do next.

AI:

Yeah. And I totally agree with you! Especially in the aesthetic advertising and the medical spa community video can quickly establish your authority! 

When going to their websites, most are very cold and they’re very detail oriented. But ya know, I had a few procedures done, and I really binged watched the videos that my plastic surgeon had. I went in there knowing all about everything that he offer.

I don’t want to overwhelm people watching. ‘Oh, I got to do a ton of videos.’ They could be very simple. But like you said, I already trusted going in there, exactly that he’s the right person to choose.

So can you, I guess tell us a little bit about what type of videos the listeners should have on their website.

IG:

Well, you know, with Aesthetic advertising and video I’d say there’s 8 types. You say, some may get overwhelmed and not make the videos.

I want you to step back and think if you do the videos, right…  You’ll be  saying the things that you probably say already to the people a million times. Now you’re saying it to them less.

You don’t have to say it over and over again because someone’s watched a video of you talking about it. So that’s super important to understand that yes, it’s going to take some time. Some involvement up front is required from you. 

But if you have a system to use video Aesthetic advertising and position (which I’ll share some of those with you) you can get the videos done really quickly.

More importantly, the videos if done right and accordingly can be leveraged to be incredibly powerful!

I literally just got a call from a client who about a video that we made for 4 years ago now, I think. They just got to $50,000 case from it. It literally was just this morning.

Um, and you know that once they’re out there, they’re working for and working for a second that mindset is an important shift.

AI:

That’s also important with Aesthetic advertising and video. I think too, what I find with a lot of my clients is that they do g0 into the overwhelm. Thinking that they always have to be recording video. Which is great if you can go live and everything.

We love to do something called batching. This is where you can sit down, have someone like your team, come in and record everything in one day.

You know, if you’re doing your hair and makeup (which you don’t even need to do) it’s done in one day. Then they’re over with. So there’s no reason to, ‘oh, I got to do a video today’ and then put it off because you didn’t feel like it.

IG:

Yeah, exactly.

Exactly.

That’s, I mean that’s the way we work with most of out clients because if you can plan them out ahead of time you can get a ton of videos done in two hours of]interviewing. At most they can be be 3 minutes long. A lot of the content should be reused.

I think that’s a big mistake people make too! People don’t realize that people, even if they watched your video, they’re going to need to watch it again and again, and again. We watch movies all the time, right?

And be like, oh, I noticed something different. It’s the same thing. You can put that content in front of people over and over again, but back to the question of what types of content.

The types of content that really are important and most people think of like a commercial. That’s actually, while it’s important, it’s not the of the most important.

The two most important videos in your aesthetic advertising are your “case stories” and your “about us” videos, your patient stories.

IG:

I call case stories, not case studies and people always go to testimonials in it.  And I push away from that word because you end up with someone staring into the camera going. They say “this was great!”  There’s a lot of reasons I can go into why that happens.

But, there’s an inauthenticity with the testimonials.

So that’s a perfect, perfect thing to realize is those are the two places you need to concentrate.

Next video to use in your aesthetic advertising is your process. Here’s the thing that people don’t realize when we’re experts, we have our process down like boom, boom, boom, boom, boom.

Most people don’t know what’s going to happen next and they’re afraid. The more detailed it can be, it’s like, okay, ‘this is what we have in step one.

First, you’re coming in for initial consultation where I show you these pictures, you’re going to choose from this, we’re going to go over that.
Then a week later, this is, we’re going to set the appointment’.

And being very detailed to it because it’s people’s, it’s their first time.

AI:

I love that! Usually that’s not even in text on a website. If it is, people are not even reading it! They’re just scanning through.

I love that video…the process video!

IG:

Yeah, that’s a super important one. And then you’re free to ask questions. Those questions that you get all the time, be sending those out.

If someone doesn’t ask you that, it’s in the back of their head. You need to make the list of them. You know, you can make them really well produced or can use a web cam just to get them out.  Get them done.

If someone calls you and is like, Hey, you know, I’m not sure, you know, what’s the difference between this and this?

Right. Okay.

I didn’t make this video one time because you were going to be on the phone with them and send it to them. So those are some of the big ones, like I said, the case studies, blog post, process or overview and then videos about your services to individual services, how they work, what’s involved in them. Um, and then the overview video, which is like your commercial. But that’s often not the most.

The about us video, the about us page is the second most used page on a website. And that’s where people now they know, like, and want to trust you, they all click on the about us page, but people, they just throw up my bio, right?

AI:

Yes. And that’s very interesting because I actually never saw an about us video until I joined a group that you referred me to and I was checking out a lot of their about pages and many of them had it and I loved it and it really made me connect more with the overall company. When you hear the team talk about why they love to work there and you know, what’s so important.

IG:

So yeah, yeah. So these are the main videos and there’s definitely no format to them, but it’s an opportunity and people were like, well, it takes a lot of time, but I’m like, there’s people up at midnight, but you’re never going to talk to that get to see your face.

If you can get the see someones face and see if I’m talking to and have them answer all your questions or you can just go to a static website, who are you going to choose.

AI:

Absolutely. You know…

We love (as the marketing agency) we love videos because we use them on facebook. It also us to take little snippets. We retarget people that have been to use site. It’s also great to bring them back to landing pages that have videos.

I can’t tell you how important it is.

Then even  emails with videos. It’s definitely becoming the norm now. People do not want to read text. They don’t want to read. They’re too busy to read.  Perfect, I love that.

IG:

And we’re targeting to case stories. So, I mean, I’m assuming your audience knows, but just so you know, retargeting when someone comes to your website, then cookies are established on their browser, that’s technical, but you can see it all the time with Amazon where you go to shop on Amazon and you see that product everywhere. That’s retargeting.

So we have a client that one medical office that actually was, their guy who was an expert expert in Facebook ads was running retargeting to content. And then they took one of the video case stories that we created for them and they were doing like a two to one return on the retargeting and as soon as they put that video in, $4,000 in ads yielded $80,000 in results.

AI:

That’s amazing.

IG:

Just that one switch and having a video instead of content.

AI:

Yeah. And it’s great for retargeting because they already know a little bit about you. They’d been to your website, they saw something and now you’re in the back of their mind, but now you’re hitting them with, hey this was my experience and this is why I chose them type thing. Can you tell us a little bit about the case stories because you do that so well. So tell us a little bit how you guys do that.

IG:

Yeah, so I realized that when I first started doing this, I actually start doing case studies for myself when I was working for a large, large, large agency and I was going around telling this technical story of websites and this was in 2006. And people were still going, the internet, is that thing still around?

And so I’d have to, instead of going, you know, this way you need SEO and they’re like, what’s SEO and website are like and so instead I would have one of my clients’ stories with me and show them that. Um, and I realized as I was going through it, I’m like, this is, it’s your most important tool.

What I say is because really what a referral is, is just a story from someone you know, like, and trust and there’s a transfer of trust. And we all love referrals.

IG:

Well, that’s all it is, is a transfer of trust. So what you have to have though is a story and it has to be formatted story, simple story format that’s worked for since the dawn of time. And it’s the same story format you should want. They first have to connect with an individual that they’re watching so you have to tell who that person is. You have to explain their conflict, what’s their problem.

Then you have to explain to the conclusion. And you know, most of us just go straight to the conclusion, oh Dr. so and so, you know, made me look great. Now of course you’re going to put that out there. But who are you? Are you like me? What was your problem? You know what made you feel good about yourself. What did you want to change? What were you scared of? And asking those, not only those questions, but very specific questions that triggers things in our mind and makes us watch it.

IG:

So even if someone’s not right now interested in your services, they’re going to remember that story. So that’s a simple, simple format. You know it, it’s one of those things that you could collect 20, 30 minutes and use it. Now use different waves and that’s the big issue is understanding where you’re going to be using the story, right?

You know, I haven’t talked about the technicals at all because this is where people need to start. I’ve worked with a lot of amazing marketers and they call me up because I’m known for doing this and they’re like, Ian I want you to shoot some case stories for me. Yeah. I’m like, well, what do you want the case stories to do? And they’re like, oh, that’s a good question. Um, so that’s the first thing you should do.

IG:

Because okay, if you’re at a cocktail party and you’re telling a story, that story is different than the story. It could be the same story, but you’re telling it in different ways you might want a laugh out of it versus converting a patient, right?

Understanding that where it’s gonna go and then, and then just interviewing people and interviewing them for story. Not for testimonial. I always have to ask, tell people don’t ever ask for a testimonial ads, what’s their story? And once you do that, then you just edit it down for where it’s going to go and in that story format.

Then you have a nice 60, 90 second one. It would have been various ways we can do it. We can do it remotely and put text on top of it and it’s an awesome product, you know, in case stories. But these are your most important tool. This is where people should be spending all their time.

AI:

Yeah, and most people first, they don’t even ask for any and I don’t want to use the road of testimonial, but they don’t ask for anything and then if they do ask for something, it’s usually just a written text, which usually you never get back and then best case scenario they send you a video from their phone or something like that and it’s usually never what you want them to say. So the interview process is really amazing how you guys do that.

IG:

Thank you. Thank you. It’s definitely. There’s a skillset. We have a list of questions. What about 30 questions that we went around? We don’t ask them all 30 questions. You still have to have a conversation. It’s crucial you get someone tell their story and get them relaxed because people aren’t relaxed. But what happens when you ask someone for a testimonial is one of two things:

The reason that they don’t do it is either they forget to or they get overwhelmed because like our man they did such a good job for me, but I don’t know what to say, right? And then they get overwhelmed and then they do something. Don’t think it testimonials, think of it as, what can I do for, you know, they want to talk about how great you are and that’s not a story of it.

So they’ve got that interview process is crucial.

AI:

I love that. And then also your perspective patient is going to say, wow, you know, April was in the same spot I was and she was feeling the same exact things and now she has this incredible end result you know, this improved her life by whatever, you know. Then they could relate to that person a little bit more and know that your company or your Med Spa provided those results. 

IG:

Yeah. I mean just real quick story. I added another cosmetic patient or cosmetic client of ours called me up and tell me about the almost exact same thing. Like we had this one case come through and she just thought she had no hope and she’s like, I watched that video and I finally had a hope that I can do this and she changed her life. So it’s going to be the case where he’s going to build another case story.

AI:

Absolutely. I want to just jump back to the eight types of videos really quick because we did mention FAQs and I just wanted to touch on it in case people aren’t really thinking about this. Yes. It could be a frequently asked question or something that they’re thinking that they’re going to forget to ask or you’re covering it there, but it’s also a really great way to go over objections. So if there’s a cost objection or if you have to get, you know, your partner involved, your husband, your wife involved in this, how to do that. So you can definitely solve a lot of those objections with videos. 

IG:

And what they remember is, like I said before, that I just wanna get the truth. Put this on a website, even if you put in here facebook campaigns, you still want to send them an email and you’ll send that over and over and over again. They might have watched and they might forget. Reuse them, reuse them, reuse them.

AI:

Yeah. And I think that’s something a lot of people forget that you don’t use the videos just once. You can take little 60 second snippets and put it on instagram. You can use the whole thing in your email marketing or on your website or little pieces here and there. Turn them into blog posts. Like there’s a lot of different options that they can do. So tell me a little bit, how did you get into this? Was it just that you were going around and you needed the testimonials or how did you get into the video part?

IG:

So I’ve always loved video and film, at one point]that’s what I thought I wanted to do, but I’d love marketing too and you know, when I first started I was big into websites, SEO and then when Google bought Youtube, I’m like, this is going to change everything.

I could immediately see that instead of doing something like that commercial that had to be for everyone , we could get every specific with the content that we delivered to a very specific person and uh, and also from my standpoint, I was going around and talking and going to people’s offices and everyone thought that they weren’t in competition with the other opposites. Right. And like it, but everyone I went to has a different story.

Yeah. And those stories never got told, but those, those stories, I’m like, why aren’t you telling that story to every single person they all want to work with someone slightly different, new, something slightly different if it’s the same service and video was just always the best way. And then I was lucky enough because my business partner, who’s now my wife at the time, she graduated with her masters in design and animation at NYU and went to work for the big film studios and Miramax and Nickelodeon worked on the Disney stuff and then we decided to start the company. It was just like a perfect match.

AI:

I love that. Very, very, very cool. Um, if people were just starting out, you know, they don’t have a budget even though you can’t afford not to do this, but let’s say they want to do their own video. What do you think the first couple they should start with? Do you think it is the about page?

IG:

Their patients stories. Client stories or patient stories are the most powerful thing because that’s a place that you should start and don’t, don’t think that if you… I made a smart home video course, like, how to shoot these with your smartphone because of that reason.

Don’t think that if you shoot one now, you’re not gonna be able to interview that person a week from now or two weeks from now.

I literally was just in Cleveland, interviewed the same guy that interviewed for the past 4 years for this for one client because the stories evolved and it’s a little bit different. It’s a little bit better and we’ve done,] it, so don’t think that you can’t do that, but yeah, your patient stories would be number one and then I would do. You’re free to ask questions because it’s a simple thing.

Aesthetic advertising and video is a simple way to get around it. Those would be the two ones I’d spend the most time on. The about us video, it can be tricky because it’s one of those things that can be done the wrong way and the video you know, it can be done wrong, but if you do, if you use a story format and interview your patients and do epic FAQs with a smartphone, you can get a lot done.

AI:

Love that. Um, can you talk us a little bit about your process? Like let’s say people love this interview and they’re going to go check you out. What is the steps you’re going to walk them through?

IG:

Sure. So our process with Aesthetic advertising and video is we first get to know your business. what your goals are. We’re very goal oriented, very busy. I have a business background I know I’ve worked with as a trader, I’ve worked in commercial real estate.

I just love the marketing aspect of it. So we’re going to first get to know what your business goals are, who you are, and we’re going to learn what services you provide and who you provided to, your Avatar, flush that out. And then what we do is we do a customer story board.

Your patient’s storyboard and actually learn about their journey, not their journey through your services, but their personal journey.

IG:

Then we go through their personal journey and go, well, what would you tell them that each one of these points and at each one points of their journey we’d say make a list of all those videos, the things that you tell them. Say, this is the videos and then this is where it needs to be placed.

Now we know what Aesthetic advertising and video we’re going to make, where they’re going to go in and we have a documentary style interview video shoots where we come into your office or you come to us and we will interview you or any of your patients. And it’s interview style.

Most people are not TV stars, or actors and it’s a real simple process. I make people cry, but it’s for good reasons.

AI:

And I think that’s important because most people.. the biggest complaint that we have is 1: They don’t want to be seen on video like they’re afraid of what other people are going to say and the second biggest thing is they don’t know what to say. So the interview process makes it really seamless.

IG:

And to the point of not being wanted to be on video, people are going to see you at some point. Right? And this is going to make them like you much more when they walked through the door because at first going to have their guard up. Otherwise, what’s this person going to look like?

What are they going to sound like? How are they going to act? And they’re scared and there’s gonna be a lot less chance of it taking a lot longer to sell your services to them.

AI:

Absolutely. So Ian, thank you so much. I really like, guys, you need to go check out Ian and the authentic web team. Um, I know that you have a link for everybody. Um, can you tell us what it is?

IG:

Go to Authenticweb.media/medspa. Um, what we’re going to have there for you is our perfect case story, a checklist, storyboard map, and a video on how to use that storyboard map and a few examples of some of the videos that we’ve created to and we’ll put a few extra special bonuses up there and surprises up there too.

So go check it out. And they’re amazing tools, I tell you if you go through, every time someone goes through these processes they’re like, this is amazing and it’s changed my perspective on everything.

AI:

Absolutely. And that’s very generous of you to give it out. So definitely guys go check it out and thank you so much. I really appreciate it.

IG:

April, thank you so much for having me on, my pleasure.